Sustainable Marketing. Seriously?

While walking to dinner in Houston, I was struck by these amazingly, delicate and abundant red blooms spilling onto the street.

After what seemed like an endless Minnesota winter, I stopped right there and buried my nose in the scent of spring. I had to laugh as the homeowner watched me quizzically as he carried out his recycling. (I was a strange sight, I must admit.)

He laughed too as I explained how long it had been since I’d seen flowers in bloom. In that moment of spontaneity—then awkwardness and laughter,  I felt so grateful to play in the moment and be able to laugh at myself.

As the head of firefly180 marketing, a Minneapolis/St. Paul agency that specializes in green and sustainable marketing , eco advertising and wellness brands, I find that some believe mission-based advertising and marketing is heavy. Heady. And very serious.

But the truth is, there is much to be gained by being willing to laugh at ourselves. To be vulnerable. To explore. And to admit that as much as we know, there is still much to be learned.

Life, like marketing is an experience. It opens us. Enlivens us. And reminds us of all the discovery that is available when we don’t take ourselves so seriously.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Magic, Minneapolis & LOHAS.

 While most LOHASIANS gather in Boulder, Colorado yearly for the international LOHAS Forum, LOHAS came to Minneapolis this week as  kindred business spirits chatted over glasses of organic wine and uniquely delicious appetizers.

Uniquely delicious is exactly what LOHAS is. A nearly $300 billion market psychograhic that unites the powerful  consumer force that’s made recycling,hybrids, organic food, energy-efficient lighting and more mainstream—LOHAS is all about experience.

That’s what you get at the LOHAS Forum June 18 – 20th as progressive, earth-and life-changing business leaders gather to inspire and get inspired.

As a pioneer in green and wellness marketing, I was one of the first marketers to begin speaking LOHAS in the mid ’90s. I’ve been fluent ever since, bringing this unique brand of experience, passion and positive change to organizations like Green Mountain Energy, Utne Reader, The Organic Center and more.

Having known LOHAS president, Ted Ning,  for more than a decade, I can tell you with certainty that he is a passionate force for change. His level of commitment, innovation and dedication to all things experiential is part of the alchemy of LOHAS. So join me and Ted at the LOHAS Forum. It’s only once a year. And it’s pure magic.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

The In-Between of Marketing

Waking up to thunder, lightning—and snow yesterday, I realized that here in the midwest, we are experiencing the in-between time.

Not quite spring. Not quite winter. But a time when lines blur and shadows form. As the head of a LOHASian (Lifestyles of Health and Sustainability) advertising agency based near Minneapolis, I realize that this in-between time moves through business in rhythms that mimic nature.

Those times when projects sit in limbo due to budgetary review. When new hires are postponed until venture capital is raised. And when proposals for new initiatives are passed  back and forth through decision making chains.

So as I sat at my desk listening to thunder and watching snow fall while organizing files, I came across this photo from last summer. It was a bit of a shock to see leafy green trees and Russian sage just outside my office door, when the trees now are still bare and ground is covered in snow.

It was such a perfect reminder of new growth that awaits. Winter is a time for rest. And spring carries the knowing that what was frozen will once again flow.

 

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Have You Hugged Your Brand Today?

Having worked in the green marketing space for most of my career, I’ve been called a tree hugger more than once. And I’ve hugged my share of trees. If you haven’t, go outside and grab the first one you see. Mother Nature can always use a bit of love.

So can brands. At firefly180, a Minneapolis-St. Paul based marketing agency that specializes in green marketing, LOHAS (Lifestyles of Health & Sustainability) marketing, wellness advertising and social change promotion—we love brands. If fact, through our brand work, strategy and creative process you could say we hug them daily. Which I guess makes us brand huggers.

Sadly, brands are often taken for granted. They can get a bit dusty. Out of date. Less relevant. And, well, a tad boring. That’s where firefly180 comes in. We wake up brands. Shine them up. Bring out their authentic and unforgettable voices. And we love them. Truly, we do.

So take a look at your brand. How is it positioned for 2012 and beyond? How is your audience responding? How does it reflect your organization’s growth and learning? Whether it’s time for a complete make-over, a strategic evolution or simply a hug. Give us a call. We’ll love it as if it were our own.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

 

 

 

 


Fireflying into Fall Marketing

As the leaves let go and nature bursts open with flames of red, firefly180 marketing is flying into fall with firey color of our own.

Check out our new website now updated with more vibracy, more work, more case studies and more of all the great creative you’ve come to expect from an advertising and marketing agency that works with clients who are in the business of creating positive change in the world.

For us, our work is about more than doing a job. It’s our passion. It’s our purpose. And whether our Minneapolis-St. Paul based agency is creating green marketing, LOHAS (Lifestyles of Health & Sustainability) marketing or advertising for mission-based or sustainable organizations—we are clear about bringing change to light.

 

 

Life is an every spinning spiral, with spring leaves budding, opening, growing, then falling before the season of  rest. Brands are the same. Ever budding, growing, evolving, resting…then bursting forth once again. We honor that process, our clients and the gifts that unfold throughout each season.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Synergy in Work, Life & LOHAS

For more than two decades, I have been incredibly fortunate to live my passion in life and work. When I became one of the first in the country to specialize in green marketing, Laurie Brown—who then owned Restore the Earth Store, became one of my first clients. She also became one of my closest friends.

When leaders gathered recently in Boulder, CO for the annual LOHAS Forum, Laurie and I were there.  Today we are as mission-driven as ever. Laurie at Eco Bonus, and me as the head of my own advertising and marketing agency specializing in LOHAS (Lifestyles of Health & Sustainability) marketing, green marketing, wellness advertising, yoga advertising and social marketing.

LOHAS, as a market psychographic, is very much about consumers living in alignment with their values. The same is true for those of us who lead this category. Whether through our work, activism or buying choices, we as individuals have enormous capacity to effect change. Sometimes that’s easy to forget.

But the fact is, there are countess points of light across the planet who are beacons for good. Just like, firefly180 marketing—we’re sparking change and illuminating the way.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

 

 

 

 

 

Baby Steps & Marketing Locally Grown

Locally grown has created quite the buzz the last few years.

Is it better to buy organic? If your fruit and veggies have been grown locally, but conventionally, are they better than crops in transition? And just what does “local” mean? The same country? State? City? Neighborhood?

As the head of a Minneapolis/St. Paul based LOHAS (Lifestyles of Health & Sustainability) advertising and marketing agency—and a creative who has worked in this category for more than two decades, I invite you to take a lesson from my wise but young friend here (wearing the “Locally Grown” onesie and Seventh Gen diapers) and try to relax.

What’s important is that we all try to the do the best we can. Even baby steps matter. So whether you’re buying organic produce from out of the country, or organic that’s been shipped in from the next state, or if you’re supporting your local farmer by buying local and conventional, it’s your conscious choices that are important.

And while yes, buying local and organic is best, for most it’s not always possible. That’s a fact. And on this beautiful spring day as I walked with friends to their local neighborhood urban farmer’s market, I felt so grateful for the array of choices we are offered. And for the fact that while I work in the green, organic and wellness space I don’t feel the need to draw a line in the sand and proclaim everyone on the “other” side as wrong somehow.

Callum’s green “Sustainably Grown” shirt speaks volumes. So does my white tank. While the word’s aren’t visible, it says “Peace Warrior.” So consider resisting the urge to point fingers at those who are “wrong”, join me in celebrating what’s right…then encourage even more right action.

 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.